Marketing

Adweek Podcast: How Manufacturers Grew to become Social Media in 2020

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If you felt more dialed into (and emotionally invested in) social media this year, it is almost certainly because you didn't have many options for finding human interaction.

For brands, social networks became a more important marketing property than ever as billions of consumers stayed at home in the real world while facing massive business barriers that put the entire industry at risk.

Some responded and adjusted well to the many twists and turns of the year, while others stumbled due to either understandable limitations or casual mistakes.

In this week's episode of Adweek's "Yes, That's Probably an Ad" podcast, we wrap up the year with a chat about what we've seen in social marketing in 2020. We discuss how Cheerios turned a TikTok user's passionate idea into a completely relaunched vacation ad. and we're rethinking the way brands – Ocean Spray in particular – responded to the "Dreams" phenomenon sparked by Nathan Apodaca on TikTok.

(If you find TikTok is a recurring trend, we'll talk about it, too.)

You can stream the entire new episode below, listen to and subscribe to Apple Podcasts, or find it on Spotify.

Many thanks to Adweeks Julian Gamboa (@JulianGumbo on Twitter) and my podcast co-host Ko Im for joining me for this final podcast discussion of the year.

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Jeffrey Rabinowitz